We audit a lot of websites before a rebuild. The same three problems show up almost every time. None of them are about visual design. They are about friction: the small, cumulative moments where a visitor decides it is not worth continuing.
1. The first screen answers the wrong question
Visitors land asking "is this for me?" Most hero sections answer "look how impressive we are" instead. If someone can't tell in three seconds whether your product solves their specific problem, they bounce, no matter how polished the animation is.
2. Forms ask before they earn the ask
A contact form with twelve fields in front of someone who has not decided to trust you yet will always underperform a form with two fields that appears after you make your case. Sequence the commitment.
"Every extra field is a reason to leave. Every reason to leave costs you a client."
3. Proof is buried below the fold
Logos, reviews and case studies are the fastest way to lower a stranger's guard, but only if they are visible before someone has to scroll to find them. Move your strongest proof up, not down.
